OPOP: What is it?

September 16, 2014

Sell in an economically sustainable way. Buy according to the advantages of immediacy.

Antonello Vilardi

The acronym stands for "One Price One Performance,” is a system to take a sort of photography that immediately catches the cost of multiple components necessary to fulfill a requirement, the criterion to identify potential savings in reference not to the individual product (as usually happens in supermarkets by the offers) but the entire performance which the consumer intends to meet. 

Each product, within the spending, says only one part in the overall scene involving several actors, the single unit deposited in the shopping cart so that it does not play a role as a team, each according to its own characteristics absolved from articles intended to fulfill a need complex occurred in the consumer. 

Who can deny it? 

If I buy a toothbrush, I do it for brushing teeth with toothpaste and oral hygiene. If you would like a more accurate provider, you also use dental floss and mouthwash. 

If I buy a pencil or pen, I will be writing on a sheet of paper, and there is also the question if I will need an eraser or a concealer to correct any writing errors. 

If I buy any food, rarely it will be consumed without the concurrence of some other. 

Examples such as these could be repeated indefinitely, until it is supported by observation and daily practice. 

The provision is unique, products related to it are various, as well as their prices. The consumer builds the equipment to meet your needs (which is single repeat) using multiple objects that have different prices. 

OPOP has the purpose of synthesizing a single price in the multiple parts of the construction, offsetting advantages and disadvantages (discounted and not discounted) in a result convenient for the consumer and honestly profitable for the distributor. 

The supermarkets usually have special offers for savings in relation to individual products, however, may (in certain contexts) consider to draw pictures of convenience with reference to the whole performance. 

In a nutshell, a need that the consumer expects to meet after the visit to the store, represented by two items: one is strongly lowered, the other remains at full price. 

This is done to compensate for the loss that the distributor has on the previous, but the combined communication enhances the benefit of the purchaser to avail themselves of the opportunity to buy at a total price lower parts of an overall performance. 

The price binds to the combination, is not limited to be visible with respect to the individual parts of it. It continues to be clear expression of an advantage, but is enjoyed in a broader context, due to the concrete fulfillment of the need of the real person, as well as actually occurs. 

How much theory is now supported? Here's what can happen done in the field. 

ESSELUNGA, distributor of the most prosperous and well-known in Italy, has recently unveiled a series of products related to a specific provision (school kit), for a unique and affordable price (€ 15.00). 

The strategy has resulted in an institutional way. 

10 items, an overall performance, a unique and advantageous price. 

€ 15.00 for 18 markers, 12 pencils, 5 notebooks, 1 album of 10 sheets, 4 erasers, 12 crayons, 1 glue stick, 1 ream of 500 sheets of paper, 10 pens, 1 correction roller. From 3 July to October 12, 2014, titled "... fill the folder of convenience! 10 products of the best brands of stationery. "

The solution is an experiment that aimed to: 

1. Compensate for the lower margins generated by the steep discount on specific products through the dilution of the economic effort of a wider range of components attributable to an entire performance; 

2. Preserve the image of convenience (the performance has the status of advantage in comparison with the performance offered by competitors and the eventual construction of the same in the use of levies along the winding lanes of the store); 

3 Increase the batting average cash shop and the profitability of the space used for exposure; 

4. Allow obvious time savings to the customer in finding so many products in the synthesis of a specific space and readily identifiable. 

It is a sober and participatory method to stimulate the attention of customers, safeguard the economic stability of the commercial actions, a valid direction to meet, without excesses unsustainable, purchasing power and spending capacity.